Heriberto Perez Lara
JUÁREZ, Chihuahua (KVIA) — The City of Juárez will host its 86th edition of the ‘Santa Bombero‘ or Firefighter Santa campaign this December 24th at the DIF park, next to the ‘Estadio Olímpico Benito Juárez’ (FC Juárez soccer stadium), near BOTA.
The campaign aims to collect toys to give to families in need.
ABC-7 spoke with Juárez Fire Captain and coordinator of the ‘Santa Bombero’ campaign, Josué Martínez Guerrero, who said this event is already part of their job as firefighters and a city tradition.
Captain Martínez said their mission is to gather residents, business owners, politicians, leaders, and officials of the borderland to help this good cause.
Last year, the Juárez Fire Department (Heroico Cuerpo de Bomberos de Ciudad Juárez) distributed around 3,000 toys and about 1,000 bicycles to local kids. This year, they’re unsure how many to expect, as each year differs.
“That’s why our mission is always to have a gift prepared for every child who comes to us that day, so they can take a gift and be happy at Christmas,” said Captain Martínez.
So far, they have collected less than half of what they raised last year, with around 800 toys for boys, about 500 for girls and approximately 200 bicycles. They ask for community donations as firefighters usually repair bicycles that need fixing.
“While it’s true that our reward is seeing the child’s joy when we give them their gift, they also carry the memory of receiving it from a firefighter,” Captain Martínez added. “It’s always our goal to reach vulnerable children, and that’s why we invite everyone to join us. Many children only get a gift from ‘Santa Bombero’; they’ve told us so.”
“That’s where understanding comes in for us, and it gives us the strength and encouragement to do this noble work year after year.”
Captain Martínez mentioned that all firefighters sacrifice something for this campaign; some give up vacations, postpone family plans, and even birthdays.
“Personally, one of my daughters has a birthday on December 15th, and I haven’t been with her these past years because I’ve been fully involved in the campaign. But when we deliver the toys and see the children’s joy and gratitude, it makes all the sacrifice worth it,” said Captain Martínez.
“For us, it’s a duty to reach the vulnerable children in our city,” he added. “And when we see that smile when a child receives a gift, it’s a satisfaction that beats everything we’ve sacrificed.”
During the event’s opening, Juárez Mayor Cruz Pérez Cuéllar highlighted that Santa Bombero is a story of solidarity built across generations.
“The smiles of the children are priceless, so we invite the community on both sides of the border to help keep this tradition alive—one that brings joy to those with the least,” Mayor Pérez Cuéllar said.
He also expressed gratitude to officials, council members, business owners, merchants, motorcycle clubs, and the community for their continued support.
Rubí Enríquez, President of the Municipal DIF (Family Services), emphasized that this activity is meaningful because firefighters not only respond to emergencies but also inspire hope in Juarez’s children.
She called on families to donate a toy and teach children values like empathy and solidarity.
Sergio Rodríguez, Director of Civil Protection, also thanked the community for its ongoing support, which makes this campaign possible. “The children’s joy and excitement are clear when they receive bicycles and toys,” he said.
“This beautiful tradition originated in 1939, when Chief Leonardo Solís Barraza responded to the requests of children seeking gifts,” said Fire Chief Jorge Ignacio Puentes. “He didn’t have toys then but promised to return later and was able to give presents, starting the campaign that is now a vital part of the city’s social spirit.”
Gifts and donations can be dropped off at:
Juárez fire stations
S-Mart supermarkets
Superette convenience stores
Arco gas stations
Other participating businesses
The Municipal DIF (Family Services) offices.
“It is a border tradition that, through the decades, has kept its main goal of bringing joy to vulnerable children,” said the City of Juárez.
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